LEAN STARTUP COMO HERRAMIENTA PARA LA GENERACIÓN DE UN MODELO DE NEGOCIO BASADO EN LA GESTIÓN DE MEDIOS DIGITALES

Abstract

The present paper shows the results of a business model, based on the experiences gathered up in companies and due to this information the viability of the research will be justified. The paper is based on current industry demands, where in the last years the digital material of the companies has exponentially increased and has not been managed in the most effective way. With the aim of resolving the processes and activities of organisations more efficiently, the Lean Startup method and Business Model Canvas tool will be applied in order to analyse and detect an innovative business opportunity. As a result of the application of the methodology, is has been detected a market opportunity in the development and commercialisation of a solution based on Software Engineering, improving the process of Digital Asset Management of the companies with high impact on digital marketing tasks. Lean Startup combines different concepts with fast, iterative and agile development techniques (Blank & Dorf, 2012), focused on constant adjustments and trial and error learning in entrepreneurial behaviour (Brinckmann, 2010; Loch, 2008). Keywords: Lean Startup; Business Model Canvas; Digital Asset Management